Sony’s first ULT speakers were marketed to bass enthusiasts aged 18 to 30, with campaigns built around hip-hop, streetwear and skate culture. Sony’s research showed the people actually buying them were older, family-oriented customers who used the speakers at barbecues, garden parties and get-togethers. Sony designed the 2026 ULT Tower range around that audience.
Sony needed launch films to introduce the redesigned speakers in international markets. Frantic produced the films for the full range, including this model, the ULT Tower 5, the most compact model in the range. It concentrates on two product messages: crystal clear sound and deep, powerful bass.
The film stays close to the Tower 5 throughout. Macro shots move across the hexagonal grille, the textured handle and the brushed top panel with its Sony wordmark and control buttons, so the materials and finish get time on screen.
The redesigned ULT button has a dedicated moment, lighting up against the grille before the LED frame animates around the front of the speaker in blue and pink.
For the bass message, the woofer separates from the speaker in an exploded view, showing the cone, voice coil and frame behind the grille. Tight shots of the cone in motion follow, paired with on-screen type, before the film ends on the ULT Power Sound end card.
Technical details: Modelled and animated in Cinema 4D, rendered through Redshift, composited in After Effects.
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Brand Marketing Manager, Personal Entertainment, Sony Europe
Sony received the Tower 5 film in two durations and four aspect ratios (16:9, 9:16, 1:1 and 4:5), localised into 28 languages. That gave Sony’s regional teams one consistent set of launch assets for social, retail and web. Every version shows the two qualities that matter most to the people buying the speaker.
